CHAPTER 4 – DATA ANALYSIS

4.0 Introduction

This study was conducted in two different store formats, which are hypermarket and traditional wet market respectively. Totally 200 questionnaires were distributed and collected, each market has 100 questionnaires respectively.

First of all, the general data such as respondents’ profiles, trip patterns and transaction patterns were analyzed by using descriptive statistics. This approach generates frequency and percentage of the respondents’ characteristics and presents the basic data and information.

Secondly, reliability of the respondents’ perception on store image will be tested to examine whether if the data reliable or not. The level of reliability, which is so called Cronbach’s alpha, the alpha value should not lower than 0.70 to obtain the consistent result.

After that, independent t-test will be used to examine the level of significant on store attributes between different store formats. Moreover, we will also test the correlation between store formats and the demographic characteristics, trip patterns and transaction patterns. The differences of mean will be calculated, and 95% of confidence intervals were taken in this study. Significant probability was ≤0.05. It means if the result lower or equal to 0.05, it indicates statistically significantly different.

4.1 Descriptive Analysis

4.1.1 Respondents’ Profile

4.1.1.1 Gender

Table 4.1: Gender

Figure 4.1: Gender

At both different store formats, we can find that there is more female shop at markets than male does.

Gender distribution of respondents at hypermarket was much more balanced than gender distribution of respondents at traditional wet market, which are 46% for male and 54% for female at hypermarket, while traditional wet market was 1/3 of respondents are male and 2/3 of respondents are female.

4.1.1.2 Age

Table 4.2: Age

Figure 4.2: Age

The data collection of this study showed that respondents at hypermarket and traditional wet market with the age of 25 years old and below are the highest, which are 35% and 28% respectively, compare with the ages which are between 26-35 years old (34% and 19%), 36-45 years old (16% and 14%), 46-55 years old (12% and 23%), and 56 years old and above (3% and 16%).

One phenomenon can be found in this data is the number of respondents of traditional wet market with the age which are between 46-55 years old and 56 years old and above, are much higher than the respondents of hypermarket with the same range of age. The total percentage for this range of age (46-55 years old and 56 years old and above), for traditional wet market is 39%, while for hypermarket is only 15%. We can conclude that the respondents of traditional wet market are older than the respondent of hypermarket.

4.1.1.3 Ethnic

Table 4.3: Ethnic

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CHAPTER 4: Store Image: Comparing Hypermarket and Traditional Wet Market Consumers’ Perception.

Case Study: Bayan Baru, Penang.

Figure 4.3: Ethnic

In this study, Chinese has the highest number of people (55% from hypermarket, 74% from traditional wet market) following to Malay (33% from hypermarket, 14% from traditional wet market), Indian (9% from hypermarket, 11% from traditional wet market) and the others (3% from hypermarket, 1% from traditional wet market).

The biggest different of these store formats is Chinese respondent has higher portion at traditional wet market compare to hypermarket, which are ¾ of all respondents of traditional wet market compare to ½ of all respondents of hypermarket. While the figure of Malay showed that Malay tends to shop at hypermarket instead of going to traditional wet market, the number of Malay shops at hypermarket is twice compare to number of Malay shops at traditional wet market.

4.1.1.4 Marital Status

Table 4.4: Marital Status

RUL 573- RESEARCH PROJECT IN PLANNING

CHAPTER 4: Store Image: Comparing Hypermarket and Traditional Wet Market Consumers’ Perception.

Case Study: Bayan Baru, Penang.

Figure 4.4: Marital Status

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RUL 573- RESEARCH PROJECT IN PLANNING

CHAPTER 4: Store Image: Comparing Hypermarket and Traditional Wet Market Consumers’ Perception.

Case Study: Bayan Baru, Penang.

Base on the data that obtained, the respondents of hypermarket who are married (42%) are fewer than those who are single (58%). While respondents from of traditional wet market have the different situation, the result was totally inversed of hypermarket, that is 58% of the respondents are married, and the others 42% are single.

This result indicates respondents of this study who are married tend to shop at traditional wet market and respondents who are single prefer to shop at hypermarket.

4.1.1.5 Education Level

Table 4.5: Education Level

Figure 4.5: Education Level

The respondents from both store formats also have highest number of people (74% of hypermarket and 50% of wet market) who had at least tertiary education, which indicates college or university. This is because of more than 1/3 of respondents from hypermarket and 1/4 of respondents from traditional wet market who are younger generation, which is in the category of 25 years old and below as shown in Chapter 4.1.1.2.

The overall result showed that the respondents of traditional wet market have slightly lower education level compare to those respondents of hypermarket. Half of the respondents of traditional wet market have not ever pursued tertiary education, the number is twice compare to those respondents of hypermarket who had only secondary education, primary education, and no formal education.

4.1.1.6 Occupation

Table 4.6: Occupation

Figure 4.6: Occupation

In the previous data showed that the respondents who are younger generation (25 years old and below) and have at least tertiary education level had a large portion of entire respondents. In this section, it showed that most of the respondents of hypermarket are student (39%), following by waged worker (25%), government employee (18%), housewife (8%), entrepreneur (7%), retired (3%).

While at traditional wet market, most of the respondents are worked as waged worker (32%), following by housewife (26%), student (23%), retired (7%), government employee (5%), entrepreneur (5%) and unemployed (2%).

This data also showed that housewife prefers to shop at traditional wet market (25%) instead of shop at hypermarket (8%).

4.1.1.7 Household Size

Table 4.7: Household Size

Figure 4.7: Household Size

The mode number of household size for respondents of hypermarket and traditional wet market are 4 and 5 respectively.

The data showed that 28% and 27% of respondents of hypermarket have household size of 4 and 5. On the other hand, 22% and 28% of respondents of traditional wet market have household size of 4 and 5. These indicate more than half of the respondents who have household size of 4 or 5.

From the figure above, we can see that the household size of traditional wet market respondent is slightly bigger than household size of hypermarket respondents. From the calculation, the mean household size of traditional wet market respondents are 4.87, and respondents of hypermarket are 4.63.

4.1.1.8Household Monthly Income

Table 4.8: Household Monthly Income

Figure 4.8: Household Monthly Income

From these 200 respondents, there is no big difference of household monthly income between two different store formats.

For respondent of hypermarket, the categories of RM1500 and below, RM2501-3500, and RM3501-4500 also showed 23% respectively, followed by RM1501-2500 (17%), RM4501and above (14%).

On the other hand, the mode number of household monthly income for respondents of traditional wet market is RM2501-3500, followed by RM1500 and below (22%), RM1501-2500 (21%), RM4501 and above (20%), RM3501-4500 (13%).

Overall there is not a very significant different between the groups and the categories.

4.1.2 Trip Patterns

4.1.2.1 Travelling Time from Home to Markets

Table 4.9: Travelling Time

Figure 4.9: Travelling Time

Majority of the respondents travel from home to the markets were just within 15 minutes and this was showed by 48% respondents of hypermarket and 53% of traditional wet market. This indicates half of the respondents came from adjacent area. While 34% respondents of hypermarket and 28% respondents of traditional wet market have travelling time between 16-30 minutes. Travelling time between 31-60 minutes, 16% and 17% fell to respondents of hypermarket and respondents if traditional wet market respectively. The category of 1 hour and more is only chosen by 2% of respondents of hypermarket and traditional wet market respectively.

From the data we can conclude that people prefer to travel from home to market in shorter time.

4.1.2.2 Transportation Mode

Table 4.10: Transportation Mode

Figure 4.10: Transportation Mode

Majority of the respondents prefer going to the markets by car, the data showed that 68% of hypermarket respondents and 45% of traditional wet market respondents go to the markets by car. Another transportation mode that is chosen by respondents is walking (15% of hypermarket respondents and 23% of traditional wet market respondents), as well as motorcycle (8% of hypermarket respondents and 23% traditional wet market respondents).

A few people chose bus (5% of hypermarket respondents and 6% of traditional wet market respondents) and bicycle (4% of hypermarket respondents and 3% of traditional wet market respondents). Taxi and the others transportation mode have none of respondent chose such mode of transportation.

Although majority of the respondents have the shortest travelling time from home to market as showed at Chapter 4.1.2.1, but most of them still prefer to drive to the market.

4.1.3Transaction Patterns

4.1.3.1 Frequency of Visiting

Table 4.11: Frequency of Visiting

Figure 4.11: Frequency of Visiting

Majority of the respondents visiting markets once a week, 36% of hypermarket respondents and 40% traditional wet market respondents chose this category. While 27% of hypermarket respondents and 21% of traditional wet market respondents chose to visit the market less than once a week.

Less than half of the respondents visit the market twice or more than twice weekly. From the data obtained, 21% of hypermarket respondents and 11% of traditional wet market respondents visit the market twice weekly, 12% of hypermarket respondents and 10% of traditional wet market respondents visit the market thrice weekly, and 4% of hypermarket respondents and 18% of traditional wet market respondents visit 4 times and more weekly.

The respondents who visit the markets 4 times and above weekly are 4.5 times more than those hypermarket respondents do.

4.1.3.2 Visiting Markets with Whom

Table 4.12: Visiting Markets with Whom

Figure 4.12: Visiting Markets with Whom

Almost half of the respondents prefer to visit the markets with their family member or relatives, this occupied 47% of hypermarket respondents and 52% of traditional wet market respondents.

While the respondents who chose to visit markets with friends/ neighbors/ colleagues or alone, there is a significant different between hypermarket and traditional wet market. 36% of respondents of hypermarket prefer to go to the markets with their friends/ neighbors/ colleagues instead of go by alone, which has only 17% of the respondents chose that. On the other hand, traditional wet market is different. 36% of the respondents chose to go alone instead of go with friends/ neighbors/ colleagues, which only has 12%.

None of them chose to visit the markets with the people who have other relationships.

4.1.3.Time Spent

Table 4.13: Time Spent

Figure 4.13: Time Spent

From the data that obtained, majority of the traditional wet market respondent spent 30-60 minutes in the market, which occupied 49% of the traditional wet market respondent, followed by 1-2 hours (28%), 30 minutes and less (18%), and 2 hours and more (5%).

While hypermarket respondents prefer to spent longer time in the market. 41% of hypermarket respondents spent 1-2 hours, followed by 30-60 minutes (32%), 2 hours and more (15%), 30 minutes and less (12%).

For overall, 2/3 of traditional wet market respondents tends to spend shorter time compare to only 44% of hypermarket respondents spent less than 1 hour.

4.2Reliability Analysis

Data of consumer perception have been collected in the approach of Likert scale, reliability of the data should be tested. Gatewood and Field (1990) said that reliability is the ability of the instrument in providing the consistent results when it is repeated used. Cronbach’s alpha is the basic measurement for reliability and an alpha value of 0.7 is sufficient (Nunnally, 1978).

All the store attributes will be tested in terms of the store attributes those contribute as the reasons of consumers to choose a retail store and also the importance level that respondents have given to the store attributes.

4.2.1Store Attributes as the Reasons for Consumers to Shop

Following are the store attributes as the reasons for consumer to shop:

Attribute 1 : Appropriate opening hours

Attribute 2 : Near to place of residence

Attribute 3 : Product quality

Attribute 4 : Product variety

Attribute 5 : Reasonable price

Attribute 6 : Speed of purchase

Attribute 7 : Satisfactorily service

Attribute 8 : Spacious interior space

Attribute 9 : Not crowded

Attribute 10 : Clean and comfortable

Attribute 11 : Good public transport available

Attribute 12 : Car parking facilities

Attribute 13 : Easiness on finding the product

Attribute 14 : Habit

Attribute 15 : Trust in vendor

4.2.1.1 Hypermarket

Table 4.14: Reliability Statistics (Store Attributes as the Reasons for Consumers to Shop at Hypermarket)